Oh, no... a UFO (Unidentified Foremost Objective)

Last week, we talked about the look and feel of your company or brand. If the look and feel is the face of your company, then imagine that the management processes and systems is the skeleton, while the service, price, quality, availability, selection, functionality, etc. are the various functions of the body. All should be functioning well to be successful.

It’s always been a competitive world out there. The Internet has opened vast markets for our customers, their attention is being pulled in many ways. Remember, your competitors, most likely, offer quality products, good prices and customer service too. So how do you differentiate yourself?

My friend, Michael Port, creator of the Book Yourself Solid system, calls it the "Who and Do What statement." He suggests, "Keep it simple and straightforward… Whom do you help and what do you help them do." Another term tossed around in marketing is USP—your own Unique Selling Proposition—what creates differentiation between you and your competitors in the minds of your clients?

1. What do you do better than anyone else?

2. How do you specifically and clearly convey what you do to your target audience?

"Act as if everything you think, say and do determines your entire life - because in reality, it does!"~Laurelle Adrian~